<h1 class="pgc-h-arrow-right" data-track="2" > On October 30, the 10th China Communication Leaders Forum and Dandelion Ceremony ended in Beijing, and the list of dandelion award winners was announced on the spot. With the "content marketing model based on WeChat ecology", Maitian Real Estate won the community marketing gold award after strict review and evaluation by the expert jury and the final vote. The innovative ideas of "community management" and "video marketing" put forward by it to shape the personal brand of the store manager have attracted the attention of many enterprises. </h1>
Founded in 2014 by Su Qinhui, the Dandelion Award is the highest honor in China's communications industry. The award aims to explore and demonstrate the marketing value of innovative communication from multiple dimensions such as strategy, content, channel, technology, product, model, team and organization through the collection of outstanding innovative communication cases and applications of the year, and promote the sustainable development of the communication industry. The fact that Wheatfield Real Estate can stand out from many institutions is another affirmation of Wheatfield's innovative strength in the field of content dissemination and community marketing. Together with Maitian, TCL, Red Star Macalline, Libai and other well-known enterprises were also awarded.
Yang Haodong, short video operation manager of Maitian Real Estate, received the award on the spot (first from the left)
As we all know, the short service path of the real estate brokerage industry is different from that of FMCG and e-commerce platforms, and as a major national consumer commodity, real estate transactions have always had the particularity of long cycle, long delivery path, and complex decision-making influencing factors. In addition, the previous graphic and text, VR marketing, still staying in the static expression of information, lack of transmission of housing living feelings, can not achieve the real sense of accurate matching of living needs. Especially under the epidemic situation, live broadcasting and video have become the outlet of Internet marketing, who can seize this outlet and rationally use resources, who can seize the minds of consumers and win trust.
With this kind of recognition, Maitian has helped more than 400 store managers achieve personal brands from establishing company video numbers, to supporting store managers to open video accounts, and then copying successful models. Wheat field has become the first time to taste the first in such a complex field, this exploration and landing has also brought rich returns to the wheat field brand, greatly enhancing consumers' awareness and good feelings for the wheat field brand, many consumers directly find a trusted store manager to inform their real estate transaction needs.
Since 2019, Maitian Real Estate has begun to use video to present the exploration of second-hand houses.
As the first in the industry, Maitian creates a personalized personality for each store manager, starting from the real estate knowledge video that the public cares about, starting from the customer's point of view, screening high-quality listings for customers and making videos, creating nearly a thousand WeChat groups, and precipitating fans. The company produces content uniformly to help store managers continue to interact with fans in the group, and organize various community activities offline to create face-to-face communication opportunities.
Starting in 2020, in addition to the video number, Maitian will build a community community with stores as a unit, carry professional real estate market analysis, provide deeper value content for loyal fans, and facilitate fan forwarding to further expand the store manager's personal brand influence.
From October 2020 to May 2021, a number of social accounts of Wheat Field Real Estate, such as "Wheat Field Good House", "Wheat Field Real Estate" and "Wheat Field Community Family", irregularly combined with social hotspots to create content that is easy to understand, has a wide audience, and can resonate with consumers, causing fierce discussions in the circle of friends and owner groups, on the one hand, active accounts, gaining a large number of fans, on the other hand, borrowing video numbers to attract external traffic and spread brands.
Since June 2021, Maitian has regularly organized the intended store manager to learn short video marketing theory support, focusing on shaping the short video big V, forming a regional drive, helping users choose houses and see houses with the role of real estate marketing experts, interpreting the latest real estate policies, telling the skills of house selection and buying, combing the real estate transaction process, recommending high-quality housing and other actions, helping the whole cycle of real estate transactions.
At present, the owner of the wheat field real estate operates the video number "wheat field good house", "wheat field real estate", "wheat field community". More than 1,000 WeChat groups have been established throughout Beijing, precipitating video number fans, and multiple accounts have exceeded 10,000 fans across the network, such as: Lei Ge Real Estate Consulting, Xinge House Viewing, Wangjing Aaron, Lao Wang Zai Fang, Crayon Xiaoxin Optimistic House and other short video accounts, by providing real estate professional content, timely reply to interaction, to help community owners eliminate doubts and worries in buying, selling and renting.
Leveraging the WeChat ecology, using short videos to carry a huge amount of information in a short period of time, while using public domain traffic such as Douyin, Little Red Book, and b station, fans are precipitated into the WeChat ecology through interactive means, and new and old customers are continuously activated with the help of video numbers and circle of friends, improving the scope and strength of the store manager's personal brand communication, strengthening the communication efficiency with customers, greatly reducing the cost of customer acquisition, and even shortening the product sales cycle. This content marketing model with short videos as the core has become an innovative business model in the industry, and wheat field real estate will continue to make more cases and deeper exploration in the future.